@Jennifer Cario

PIN DOWN A WINNING PR STRATEGY

Who is this Jennifer Cario Person?

If You are Tweeting this webinar…

@jennifercario@sugarspunmkt

@cision

JUST IN CASE YOU’VE LIVED UNDER A ROCK

WH

AT

ISP

INTER

EST?

A web based inspiration board…

VISU

AL

BO

OK

MA

RK

ING

StandardBookmarking

Visual Bookmarking

ITR

EDEFIN

ESW

EBS

EAR

CH

Pinterest Search

StandardSearch

WH

AT

ISP

INTER

EST?

Average Time on Site 7 hours Average

Time on Site90

minutes

Great for Engaging with your fans

Great for Attracting your fans and researching

targets.

Source: comScore

Viewed as a Destination

Viewed as a Conversation

Viewed as a Sharing Platform

Limited Depth of Content

Viewed as a Starting Point

Viewed as a Collection

Viewed as Inspiration Platform

Unlimited Depth of Content

LET’S CLEAR UP SOME MISCONCEPTIONS

WH

AT

MO

STP

EOP

LES

TILLT

HIN

KO

FA

SP

INTER

EST

TH

EN

EWR

EALITY

29% of Pinterest

users

71% of Pinterest

Users

Source: comScore, Pinterest, Pew Internet

13% of male

Internet users

42% of female

Internet users

64% make >$50K

75% are non-urban

70M Active Users

PIN

TEREST

ISA

GR

OW

ING

PLA

TFOR

MFO

RM

EN

Source: comScore, Pinterest, Pew Internet

33%new signups

50%non-US signups

73%year over year

More men read Pinterest each month than Sports Illustrated and GQ Combined

PIN

SH

AV

EIM

MEN

SEV

ALU

EA

ND

PO

TENTIA

L

Source: Picora

The average pins drives two visits and six page views

The average pin is worth 78 cents in sales

The average pin receives 11 repins

½ of visits occur 3 months later

½ orders occur 2 months

The average pin is 100x more viral than a

Tweet.

BEFO

RE

YO

UG

ETW

OR

RIED

AB

OU

TG

OIN

GO

UT

OF

BIZ…

Don’t worry…you aren’t going out of business any

time soon…

PEO

PLE

USE

PIN

TEREST

TOF

IND

PR

OD

UC

TS47% of online shoppers have made a purchase based on a Pinterest recommendation

$179

Source: SearchEngineJournal.com, Gigya.com

Pinterest grabs 41% of e-com social sharing (FB = 37%)

$80 $69

27% more revenue/click

400% more revenue/click

THE PINTEREST SMART FEED

PIN

TEREST

FIN

ALLY

BU

ILDS

AN

ALG

OR

ITHM

Remember When One Obsessed Pinner Could Flood Your Feed?

INTR

OD

UC

ING

THE

PIN

TEREST

SM

AR

TF

EEDBased on Three Key Premises

Different sources of pins mixed up at different rates…

INTR

OD

UC

ING

THE

PIN

TEREST

SM

AR

TF

EEDBased on Three Key Premises

Some pins should be shown now, while some are shown later

INTR

OD

UC

ING

THE

PIN

TEREST

SM

AR

TF

EEDBased on Three Key Premises

Pins have different value based on source and topic

SO

WH

AT

DO

EST

HIS

MEA

NT

OY

OU

?Great Content = Increased Visibility

Easy to Understand

Visual

Keyword Rich

Descriptive Text

Leads to Popular Web

Site

High Volume of Pin and

Like Activity

WHY PINTEREST MATTERS TO PR

REC

OG

NIZE

THE

TR

AFFIC

PO

TENTIA

L

Second highest social media referral

channel.

Only Pinterest and Facebook have experienced solid growth

as a referral in the last four years.

TR

END

SA

ND

IDEA

S

TR

END

SPO

TTING

INYO

UR

PIN

TEREST

FEED

Barn Wedding Anyone?Mason Jar Mania...Wishing I Sold Rain Barrels...

DISC

OV

ERIN

GC

O-O

PTED

CO

NTEN

TID

EAS

Smith Family Reunion

Seneca High Senior Prom

Birthday Party Ideas

Morristown VFD Fundraiser

SBMU Conference Fun

Five New Content

Variation Ideas

OU

TREA

CH

AN

DP

ITCH

RESEA

RC

H

PIN

TEREST

SER

VES

AU

NIQ

UE

RESEA

RC

HP

UR

PO

SE

Who are they connected to?What is their life like?

Who are they interested in?What news do they follow?

What strikes their fancy?

What are their interests, their obsessions and the things they dig deep into?

* Pinterest is the only place where it is not obnoxious to obsess.

DIG

DEEP

INTO

THE

INTER

ESTSO

FY

OU

RT

AR

GET

“Lazy” Exercises

Morning Workouts

Running

Fitness PitchLong Messy Hairstyles

Eyeliner Styles

Nail Polish & Designs

Hair & MakeupInterpersonal Relationships

Shoe DIY Art DIY Style

Random

DIG

DEEP

INTO

THE

INTER

ESTSO

FY

OU

RT

AR

GET

Classic Spanish

Classic Cabs

Taltras

Cars

ApiariesBackyard Chickens

Vertical Gardening

Urban FarmsBeards &

MustachesShoe DIY

Art

Tiny Homes &

Treehouses

Random

PIN

TEREST’S

SEC

RET

BO

AR

DS

AS

PR

TO

OLS

Keep a secret list of articles and sources

Store ideas for an upcoming event or outreach

Make quotes, images and links available internally

Collectively strategize for a potential client

PIN

TEREST

SEC

RET

BO

AR

DS

INA

CTIO

NEvent Planning...Outreach Ideas...Take Advantage of Secret Boards

USE

PIN

TEREST

TOT

ELLY

OU

RS

TOR

Y

Let your story connect with other stories to make it stronger

Share their stories to better connect with customers

Use customer stories as a launch point for sales

SO

UTH

WEST’S

ELF

ON

BO

AR

DUse Your Own Story to Connect

A L

AW

SC

HO

OL

Be Part of Their Story

CH

OB

AN

I’SO

NG

OIN

GP

INTER

ESTB

RILLIA

NC

EUse Stories to Sell Product

PIN

TEREST

AS

AN

IMA

GE

STO

REH

OU

SE?

PAID PINTEREST OUTREACH & PARTNERSHIPS

PA

YING

TO

PP

INN

ERS

FOR

EX

PO

SUR

E

KEEP

TA

BS

ON

PIN

TEREST’S

AC

CEP

TAB

LEU

SEP

OLIC

YTechnically, Paying for Pins Violates TOS

PA

YING

TO

PP

INN

ERS

FOR

EX

PO

SUR

EContent CreationOriginal Posts, Recipes, Tutorials, Images, etc...

AmplificationRepins and pins of created content by network members

CurationTake advantage of existing credibility

AgentsYes...they have agents

TA

RG

ETP

AR

TNER

SW

ITHJO

YC

HO

13MFollowers

250KFollowers

PINTEREST ADVERTISING – THEIR VERSION

PIN

TEREST

ISR

EAD

YFO

RY

OU

RM

ON

EY

SETTIN

GU

PP

RO

MO

TEDP

INS

Setup is Fast and Easy

EX

TREM

ELYL

OW

CO

STE

XP

OSU

RE

Initial Testing Shows Potential

LET’S

LO

OK

AT

SO

ME

PER

FOR

MA

NC

ED

ATA

Repins are StrongAverage organic pin is repinned 11x, paid outperforms

No Cost ImpressionsOnly pay for clicks(30% increase in earned media on average)

Latent Impact Still ShowsAverage of 5% increase in earned media in month after campaign

LET’S WRAP IT UP WITH A FREEBIE

FR

EEB

ON

US

TO

OL

CONTACT ME: JENNIFER@SUGARSPUNMARKETING.COM

Social Media Strategy & Implementation | Web AnalyticsIn House & Web Based Training